DESIGN THINKING

INNOVATE FORWARD

WE SEE PROBLEMS DIFFERENTLYPeople are at the heart of nearly every challenge in your

organization—people using tools, people navigating processes, and

people filling roles. We start there, building a rich understanding of

their experiences to identify strategic opportunities for innovation and

build solutions that matter to people, but also fit with the business

and are technically feasible.

DESIGN THINKING is a rigorous human-centered

innovation methodology that looks at the problem

through the eyes of the people who experience it,

provides actionable insights about unmet needs and

untapped opportunities, generates unexpected ideas

for change, and learns by testing rather than guessing.

The design thinking approach is ideally suited to

understanding not just what people are doing, but

why—discovering unmet emotional, psychological, and

functional needs that shape behaviors—setting the

stage for breakthroughs and building the foundation for

new products, systems, services, and more.

We start by studying the people at the heart of the experience

we want to transform—their values, behaviors, perceptions, and

desires—to develop a fresh perspective of the problem and a

richer understanding of their needs. We look past the “what”

and figure out “why.”

We collect data. Lots of it. We follow the data, connecting the

dots with an open mind, and a story emerges—along with new

discoveries that generate meaningful insights.

WE UNDERSTAND PEOPLE

SAPRO: HOW DO YOU STOP THE INITIATION AND CYCLE OF ABUSE?Faced with a growing trend of sexual assault in the military, the

Department of Defense turned to Booz Allen to challenge their

perceptions of the problem and develop an innovative approach.

Our team set out to identify behaviors and environments that

lead to or prevent someone from becoming a victim, interviewing

rape victims, family members, military leaders, psychologists,

and a former prison inmate. We uncovered insights that changed

how the client looks at the problem, and suggested new ways to

stop the initiation and cycle of abuse.

OUR PROPOSED SOLUTIONS INCLUDED: Unbreakable Warrior A Web tool to help survivors connect with others

in similar situations and chart their path forward

PulseA biometric tracker to increase Service members’

awareness of their physical and mental state in real time

Unwritten RulesA training module to externalize the unwritten

rules of sexual behavior

CASE STUDY

FUTURE HEALTH: HOW DO PEOPLE BECOME TRULY HEALTHY, AND HOW MIGHT THE HEALTH CARE SYSTEM SUPPORT THEM IN THAT JOURNEY? To answer this question, our design thinking team immersed

itself in the patient experience to develop principles and ideas

for change.

OUR PROPOSED SOLUTIONS INCLUDED: CareFinderA Web-based service that matches patients’ values,

lifestyle, and needs to a provider they’re likely to trust

CareCoachMobile guide for outpatients and caregivers, providing step-by-

step guidance and information when and where it’s needed

HealthStoryA permissions-based approach to handling health data,

creating a more complete picture by mixing medical

system and consumer product sources

WE ENVISION POSSIBILITIES WE IMAGINE GREAT IDEAS AND MAKE THEM REALOur team, your organization, the stakeholders—we’re all in this together.

We work with you to develop the right solutions for you.

Here’s where we really roll up our sleeves.

We’re inspired by diverse backgrounds and collective creativity. We draw on everyone’s

knowledge, experience and ideas to explore the possibilities of what the future can be.

CASE STUDY

HELPING VETERANS FIND JOBS: HOW DO VETERANS TRANSITION FROM ONE IDENTITY (MILITARY) TO ANOTHER (CIVILIAN)?Many Service members have never held a civilian job, so

when they leave the military, they’re overwhelmed at the

options. More than a million Service members will face this

situation over the next four years, and Booz Allen wanted to

help them find sustainable second careers.

Our team learned that military transition goes far beyond

career transition. We delivered low-fidelity prototypes for

potential service and technology solutions that addressed

many transition anxieties—with some showing promise for

use beyond the Veteran employment problem.

My Military JourneyA Web-based tool to help Service members record and

share their service experience through rich media

Reverse ReservesA program to help Service members understand their

transferable skills and “try on” civilian careers

Walk a MileA 15-minute immersion to give employers an appreciation

for military service and experiences

WE DESIGN EXPERIENCES TANGIBLE STRATEGY, RELEVANT SOLUTIONS, SUSTAINABLE INNOVATION Rather than building an expensive experiment or just handing over recommendations,

we start small—testing our ideas at low-fidelity when they’re still inexpensive.

We build fast, fail fast, and learn fast, and then make the solutions better. So

by the time we’re ready to deliver final solutions, you know they’re relevant.

CASE STUDY

WHO WE AREFrom educators to enterprise architects to filmmakers to business strategists,

we’re a diverse group of curious and creative professionals who love to

understand people and transform their experiences and your organization.

LET’S TALK.

We have multiple ways to engage, each tailored to your

challenges. We have connections and domain knowledge

that bring relevancy to your context.

WWW.DECLARATIONOFDESIGN.COM DLAB: 8283 GREENSBORO, MCLEAN, VA KELLY SMITHCapability Leadsmith_kelly@bah.com@kellemaries

Booz Allen Hamilton is a leading provider of management

consulting, technology, and engineering services to the

U.S. government in defense, intelligence, and civil markets,

and to major corporations, institutions, and not-for-profit

organizations. Booz Allen is headquartered in McLean, Virginia,

employs approximately 23,000 people, and had revenue of

$5.76 billion for the 12 months ended March 31, 2013.INNOVATE FORWARD